The use of artificial intelligence (AI) and machine learning is gaining ground in social science research, but there is still no clear consensus on the informatics difficulties and ethical issues involved. The aim of this paper is to illustrate, through practical examples, the potential of the use of AI in educational research, with particular attention to ethical appropriateness, applicability and scientific reliability of the tools. Three methods were investigated: (1) image content analysis using ChatGPT-4 and Gemini AI, (2) face-based sentiment analysis using Imentiv AI, and (3) predictive modelling using a machine learning algorithm (Random Forest). Image analysis was performed by processing 1622 images, comparing the accuracy and time requirements of manual and AI-based analyses. The AI models allowed 35 times faster processing, but their accuracy was slightly lower than the manual analysis. These research experiences show that appropriately selected and ethically applied AI tools can make a significant contribution to the effectiveness of social science research, but that careful consideration of technological and methodological requirements is essential. The aim of our study is to transfer this knowledge and to present the possibilities of a reliable and accessible toolbox of AI tools for social science researchers.